The model stock plan

Bibliographic data

Monograph

Identifikator:: 1820833348

URN:: urn:nbn:de:zbw-retromon-210730

Document type:: Monograph

Author:: Filene, Edward A. http://d-nb.info/gnd/123562244

Title:: The model stock plan

Place of publication:: New York

Publisher:: McGraw-Hill Book Company

Year of publication:: 1930

Scope:: xiv, 253 Seiten

Digitisation:: 2022

Collection:: Economics Books

Usage license:: Get license information via the feedback formular.

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Document type:: Monograph

Structure type:: Chapter

Title:: Chapter XII. Publicity that meets and beats competition

Collection:: Economics Books

174 THE MODEL STOCK PLAN While much of the window display work is now good and has been good in the past, here, too, personal opinion has ruled just as it has in other publicity. Without detracting in the least from all of the good work already done in this field, it is certain that our knowledge of how to increase our total profits through window display is still in its pioneer stage. We can add materially to the effectiveness of our window displays by using the Model Stock Plan methods, which are based on scientific facts. If our window displays are sufficiently skilful and effective, they draw into our store many shoppers who otherwise might not come in. Many a customer, walking past the store, sees in the window something that she wants. Then she goes to the department, examines the article, and perhaps purchases it. Or a window display reminds her of something similar so that she goes to the department in search of it. In general, our windows can do their most profitable work by advertising the same kind of merchandise our competitors are advertising. The other stores are bringing a large number of people, intent on buying, past our windows. Itis our business, if possible, to stop them. Ordinarily, thou- sands of customers go past a big store. The buyers and the management will be satisfied if they sell a comparatively few pieces. When this happens, something is wrong: the price or the goods or the display. We must make sure that the results of our window displays are checked back to see just how effective they are. Most stores check back to find what sales they have made through newspaper advertising and at least the percentage of the total advertising expense as compared with the total sales of the store. In the window display it is not usually possible to know exactly which sales are made directly by the win- dows, nor exactly what it bas cost per sale. A good many stores do not even charge rent against a selling department for the windows it uses. But even when window rent is charged, as it is in many of the most successful stores, the checking back of results is a good deal of guesswork.

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